Brand revitalization and alignment of brand identity

「Under “Strengthening the brand,” we worked mainly to improve the quality of Asahi-brand products and actively developed products aligned with the brand concept. This included launching “COOSA,” a product planned by a project team mainly comprising employees in their 20s recruited internally, as a new product brand. We also provided employees with internal branding education to improve brand value and awareness and contribute to the company’s sustainable growth.」

「In June, inventory levels also rose as declining demand across the industry became evident and unfavorable weather caused customer traffic to stagnate. From July onward, as a sales-enhancement measure, we conducted promotional campaigns to raise awareness of the Asahi original ENERSYS electric-assist bicycle and the LOUIS GARNEAU brand, for which we hold exclusive general distribution rights in Japan.」

「Under “Branding,” we worked to enhance enterprise value and achieve sustainable growth by strengthening education and training for internal branding and developing a product portfolio for our proprietary brands.」

「In its product business, the Company will expand its branded products as it further develops its SPA business model, which integrates planning, manufacturing and retailing.」

「Brand enhancement With brand revitalization as its theme, we will enhance brand value and further raise awareness by creating a consistent brand identity that reflects our corporate philosophy and management vision not only in visible elements such as products, stores and advertising, but also in less visible aspects such as attitudes and behavior.」